Political advertising as type of election technologies: social and philosophical aspects

  • Alla Ruban Ph.D. in Philosophy, Assistant Professor in the Department of Political Science State Higher Educational Institution «Pereiaslav- Khmelnytskyі Hryhoriі Skovoroda State Pedagogical University»
Keywords: mechanism of political advertising, election technologies, information space, communicative potential, nature and function of political advertising.

Abstract

This article shows nature and mechanisms of political advertising as electoral technology. It shows that modern advertising in the aspect of politics cannot be considered as a permanent entity because meaning of advertising phenomenon changes with society and political system.

It shows connections between electoral technologies and processes of formation of legal democratic state, which reflects on formation of political culture in society. Political advertising in Ukrainian press is represented by a wide range of types of texts, but during the election campaign it is unsystematic and unsettled. That is why it is too early to talk about the common rules of using mass media for political advertising now.

Understandable that advertising has become a tool for manipulating public opinion, a weapon of war against the consciousness and freedom of fellow citizens. Use of political advertising cannot take place in modern conditions and in long term without a well thought-out and systematic organization of its influence.

These article show negative effects of political advertising on public consciousness through hidden advertising in such mass media as television, radio, printed and electronic periodicals. It was investigated that the political advertising campaign organically includes all elements of advertising management system: planning, organization, control, information support. It is shown that consideration of feasibility in using political advertising during election campaigns is a major issue in development of strategies and tactics of election campaign. Proved that usage of all kinds of necessary communication and campaigning possibilities, including advertising is an important factor to obtain required number of votes and defeat your enemies.

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Published
2016-03-15
How to Cite
Ruban, A. (2016). Political advertising as type of election technologies: social and philosophical aspects. HUMANITARIUM, 39(3), 113-120. Retrieved from https://humanitarium.com.ua/index.php/hum/article/view/426
Section
Philosophy